A STUDY ON CUSTOMER SATISFACTION TOWARDS

FLIPKART

Submitted in partial fulfilment of the requirement for the reward of

Bachelor of commerce

By

DINESH.S

39740084

Bachelor of commerce

SCHOOL OF MANAGEMENT STUDIES

SATHYABAMA

INSTITUTE OF SCIENCE AND TECHNOLOGY

(DEEMED TO BE UNIVERSITY)

Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by

AICTE

Jeppiaar Nagar, RAJIV GANDHI SALAI, CHENNAI – 600119

MAY 2022

i
 SCHOOL OF MANAGEMENT STUDIES
BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of S.DINESH (39740084) who has
done the Project work entitled A STUDY OF CUSTOMER SATISFACTION TOWARDS FLIPKART
under my supervision from December 2021to March 2022

DR. S JOYCE

Internal Guide External Guide

Dr BHUVANESWARI G
Dean, School of Business Administration

Submitted for Viva voice Examination held on

Internal Examiner External Examiner

ii
 DECLARATION

S DINESH (39740084) here by declare that the Project Report entitled “A

STUDY CUSTOMER SATISFCATION TOWARDS FLIPKART” done by me under
the guidance of DR. S.JOYCE, School of management studies is submitted in
partial fulfilment of the requirements for the award of bachelor of commerce
degree.

DATE:
PLACE: CHENNAI S.DINESH

iii
 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for
completing it successfully. I am grateful to them. I convey my sincere thanks
to Dr BHUVANESWARI G., Dean, School of management studies and Dr
PALANI A., Head, School of management studies for providing me necessary
support and details at the right time during the progressive reviews.
I would like to express my sincere and deep sense of gratitude to my Project
Guide DR S JOYCE Assistant Professor of the Department, School of
Management for his valuable guidance, suggestions and constant
encouragement paved way for the successful completion of my project work.

I wish to express my thanks to all Teaching and Non-teaching staff members

of the School of Business Administration who were helpful in many ways for
the completion of the project.

S.DINESH

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 TABLE OF CONTENT

CHAPTER PARTICULAR PAGE NO

1 INTRODUCTION
1.1INTERNET USAGE IN INDIA 3
1.2 RETALING 3
1.3 INTRODUCTION TO ONLINE SHOPPING 4
1.3.1.1.1Factors influencing consumer to shop online 4
1.3.1.2Convenience 4
1.3.1.3Time saving 5
1.3.1.4 Website design/features 5
1.3.1.5Security 6
1.4 INTRODUCTION TO ECOMMERCE 6
1.5 Growth and progression of E-commerce in India 7
2 REVIEW OF LITERATURE
2.1 INTRODUCTION 8
2.2 REVIEW OF LITERATURE 8
2.3 STATEMENT OF PROBLEMS 9
2.4 SCOPE OF STUDY 9
2.5 OBJECTIVE OF STUDY 10
2.6 HYPOTHESIS 10
2.7 OPREATIONAL DEFINITION 10
3 RESEARCH METHOLOGY
3.1 METHODOLOGY 11
3.2 RESEARCH DESIGN 11
3.3 DATA COLLECTION 11
3.4 PRIMARY DATA 11
3.5 SECONDARY DATA 12
3.6 SAMPLE TECHNIQUE 12
3.7 DATA COOLECTION 12
3.8 SAMPLE DESIGN 12
3.9 DATA SOURCE 12

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4 ANALYSIS AND INTERPRETATION
INTRODUCTION 13
4.1 GENDER OF RESPONDENT 14
4.2 AGE GROUP 15
4.3 OCCUPATION 16
4.4 EDUCATIONAL QUALIFACTION 17
4.5 ANNUAL INCOME 18
4.6 FREQUENCY OF PURCHASE 19
4.7 MODE OF AWARNESS 20
4.8 FREQUENCY OF PURCHASING 21
4.9 MOSTLY PREFER TO BUY 22
4.10 REASON OF CUSTOMERS PREFERANCE 23
4.11 PRODUCT CHOSEN 24
4.12 RATING OF FLIPKART SERVICE 26
4.14 RECOMMENDATION FLIPKART TO OTHERS 27
4.15 RATING THE EXPERIENCE FROM FLIPKART 28
4.16 SATISFACTION OF SERVICES OF FLIPKART 29
4.17 HYPOTHESIS 30
5 SUMMARY AND FINDINGS CONCLUSSION ANS
RECOMMENDATION
5.1 FINDINGS 32
5.2 RECOMMENDATION 33
5.3 CONCLUSION 34
QUESTIONNAIRE 35

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 ABSTRACT

The importance of this study is to examine the customer satisfaction towards

Flipkart.com users in Chennai city. Also tried to find out various attributes of Flipkart
users of Chennai city towards the online shopping. For this study survey was conducted.
The data will be collected from respondents through a scheduled containing questions.
The study result concluded that future of e-trailers in India especially in cities looking very
bright. Flipkart.com offering best prices, good products and completely easy shopping
experience for our customers. The success of any e-trailer company in India is depending
upon its popularity, its branding image, its unique & fair policies, and its customer
relations etc. Online shopping or e-shopping is a form of electronic commerce which
allows consumers to directly buy goods and services from a seller over the internet using
web browsers. The evolution of online shopping has opened door of chance to provide a
competitive advantage over firms. Online shopping has grown in popularity over the years
mainly because people find it convenient for the comfort of their home or workplace.
Thus, the study aims to examine the customer satisfaction towards online shopping from
flipkart. The study focuses on online shopper's preferences, satisfaction and problems on
Flipkart online shopping marketers. The study is based on both primary and secondary
data. Likert’s four-point scale and Convenient Sampling method were used in this study
for selecting the samples and the sample size for the study was 70. With a view of
analysing the data through percentage analysis. Research findings from the paper will be
useful to understand the customers’ level of satisfaction on basis of the products as well
as websites experienced by customers.

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 LIST OF GRAPHS

GRAPH NO PARTICULAR PAGE NO.

4.1 GENDER OF RESPONDENT 14

4.2 AGE GROUP 15
4.3 OCCUPATION 16
4.4 EDUCATIONAL QUALIFACTION 17
4.5 ANNUAL INCOME 18
4.6 FREQUENCY OF PURCHASE 19
4.7 MODE OF AWARNESS 20
4.8 FREQUENCY OF PURCHASING 21
4.9 MOSTLY PREFER TO BUY 22
4.10 REASON OF CUSTOMERS PREFERANCE 23
4.11 PRODUCT CHOSEN 24
4.12 12RATING OF FLIPKART SERVICE 26
4.13 13ISSUES FACED BY THE CUSTOMERS 27
4.14 RECOMMENDATION FLIPKART TO OTHERS 28
4.15 RATING THE EXPERIENCE FROM FLIPKART 29
4.16 SATISFACTION OF SERVICES OF FLIPKART 29

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 LIST OF TABLES

TABLE NO PARTICULAR PAGE NO.

4.1 GENDER OF RESPONDENT

4.2 AGE GROUP 15
4.3 OCCUPATION 16
4.4 EDUCATIONAL QUALIFACTION 17
4.5 ANNUAL INCOME 18
4.6 FREQUENCY OF PURCHASE 19
4.7 MODE OF AWARNESS 20
4.8 FREQUENCY OF PURCHASING 21
4.9 MOSTLY PREFER TO BUY 22
4.10 REASON OF CUSTOMERS PREFERANCE 23
4.11 PRODUCT CHOSEN 24
4.12 12RATING OF FLIPKART SERVICE 26
4.13 13ISSUES FACED BY THE CUSTOMERS 27
4.14 RECOMMENDATION FLIPKART TO OTHERS 28
4.15 RATING THE EXPERIENCE FROM FLIPKART 14
4.16 SATISFACTION OF SERVICES OF FLIPKART 28

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 CHAPTER-1
1.INTRODUCTION
The Internet, as a mean for both firms and individuals to conduct business, is nowadays
one of the most widely used non-store formats. With popular trends and demands the
concept of the Internet as the way forward to increase profit margins, companies new and
old are creating websites here and there. The significance for retailers to having a web site
is that a web site is informational and transactional in nature, as the web site can be used
for advertising and direct marketing; sales; customer support and public relations. It has
been more than a decade since business-to-consumer E-commerce first evolved. Scholars
and practitioners of electronic commerce constantly strive to gain an improved insight co
nsumer behaviour in cyberspace.

Internet is changing the way consumers shop and buy goods and services, and has rapidly
evolved into a global phenomenon. Many companies have started using the Internet with
the aim of cutting marketing costs, thereby reducing the price of their products and services
in order to stay ahead in highly competitive markets. Companies also use the Internet to
convey, communicate and disseminate information, to sell the product, to take feedback
and also to conduct satisfaction surveys with customers.

Many experts are optimistic about the prospect of online business. A brand is the idea or
image of a specific product or service that consumers connect with, by identifying the name,
logo, slogan, or design of the company who owns the idea or image. Branding is when that
idea or image is marketed so that it is recognizable by more and more people, and identified
with a certain service or product when there are many other companies offering the same
service or product. Advertising professionals work on branding not only to build
brand recognition, but also to build good reputations and a set of standards to which the
company should strive to maintain or surpass. Branding is an important part of Internet
commerce, as branding allows companies to build their reputations as well as expand beyond
the original product and service, and add to the revenue generated by the original brand.
Initially, Branding was adopted to differentiate one person's cattle from another's by means
of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was
subsequently used in business, marketing and advertising.

Customer perception is a marketing concept that encompasses a customer's impression,

awareness and/or consciousness about a company or its offerings. Customer perception is
typically affected by advertising, reviews, public relations, social media, personal
experiences and other channels. Consumer behaviour is the study of individuals, groups, or
organizations and the processes they use to select, secure, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have on the
consumer and society. It from psychology, sociology, social anthropology and economics.
It attempts to understand the decision-making processes of buyers, both individually and in
groups. It studies characteristics of individual consumers such as demographics and in an
attempt to understand people's wants. It also tries to assess influences on the consumer from

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groups such as family, friends, reference groups, and society in general. Customer behaviour
study is based on consumer buying behaviour, with the customer playing the three distinct
roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to
predict, even for experts in the field. Relationship marketing is an analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the re-affirmation of
the importance of the customer or buyer.A greater importance is also placed on consumer
retention, customer relationship management, personalisation, customisation and one-to-one
marketing. Social functions can be categorized into social choice and welfare functions.The
ultimate goal of most businesses is to increase sales and income. Ideally, you want attract
new

customers to your products and encourage repeat purchases. Brand awareness refers to how
aware customers and potential customers are of your business and its products.

Brand Awareness is the extent to which a brand is recognized by potential customers, and is
correctly associated with a particular product. Expressed usually as a percentage of target
market, brand awareness is the primary goal of advertising in the early months or years of
a product's introduction. Brand awareness is the extent to which the consumer associates the
brand with the product he desires to buy. It is the brand recall and the brand recognition of
the company to the consumers. Brand recall is the ability of the consumer to recollect the
brand with reference to the product whereas brand recognition is the potential of the
consumer to retrieve the past know ledge of the brand when enquired about the brand or
shown an image of the brand logo.

Brand awareness is an essential part of brand development which helps the brand to stand
out from the others in this monopolistically competitive market. Digital marketing involves
the promotion of products and services using digital distribution channels that reach
consumers in a timely, relevant, personal, and cost effective manner. At a high level, digital
channels can have many categories, such as the internet, mobile, digital outdoors, and
any form of interactive digital media. Each category has multiple digital tools/sub-channels
that can support digital marketing. These include :

 Internet- Email banner ads, dedicated websites, pop-up ads, sponsored content, paid
keyword search, podcasts, etc… Newer channels comprise social networks, blogs, wikis,
widgets, virtual words, online gaming etc…
 Mobile- SMS, MMS, mobile Web, mobile application and mobile video
 Digital outdoors – Stills/ video digital display, interactive kiosks
 Interactive digital medium– interactive television channels
Any combination of the above channels can be used to gain maximum visibility with utmost
impact among targeted customers, thereby enabling more business at a reasonable cost.
While digital channels empower marketers with a tremendous advantage in terms of their
extensive each, leveraging their potential requires effective management of multiple
channels with complex variables to realize optimal value.

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 1.1 INTERNET USAGE IN INDIA
Internet in India report says that India‘s internet user base has gone well above 100
million – that‘s just fewer than 10% of the population. India‘s internet user base was growth
was very sluggish but has picked up rapidly thereafter

1.2 RETAILING
Retailing is selling of merchandise and certain services to the consumer. Retailing
began several thousand years ago. the activities involved in the selling of goods to ultimate
consumers for personal or household consumption. It is extremely competitive, and the
failure rate of retail establishments is relatively high. Price is the most important arena of
competition, but other factors include convenience of location, selection and display of
merchandise, attractiveness of the establishment, and reputation.

The diversity of retailing is evident in the many forms it now takes, including vending
machines, door-to-door and telephone sales, direct-mail marketing, the Internet, discount
houses, specialty stores, department stores,
supermarkets, and consumer cooperatives. Whatever form it takes, however, the essence of
good retailing remains the same: attractive, appropriate merchandise offered for sale in an
attractive, eye-catching manner at a reasonable price at a convenient location.

In the more restricted sense of a specialized, full-time commercial activity, retailing began
several thousand years ago when peddlers first began hawking their wares and when the first
market places were formed.

As with most other business activities, retailing is extremely competitive, and the mortality
rate of retail establishments is relatively high. The basic competition is price competition,
but this is moderated somewhat by such non-price forms of competition as convenience of
location, selection and display of merchandise, attractiveness of the retail establishment
itself, and intangible factors such as reputation in the community. Competition for sales
has led to a blurring of traditional product lines in retailing, and many establishments offer
a much wider variety of merchandise than their basic classification would indicate (e.g.,
drugstores may carry food, clothing, office supplies, hardware, etc.

 Vending Machine - a coin-operated machine for selling small articles, beverages, etc

 .Direct -mail marketing - reaching the desired clients using print ads in a form of leaflets,
e-mails.

 Discount houses- retail store that offers merchandise for sale at lower prices than
conventional stores that sell merchandise at list prices or suggested retail prices;

 Specialty stores- are small stores which specialise in a specific range of merchandise and
related items.

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1.3 INTRODUCTION TO ONLINE SHOPPING
Online shopping is the process whereby consumers directly buy goods, services etc.
from a seller interactively in real-time without an intermediary service over the
internet. Online shopping is the process of buying goods and services from merchants who
sell on the Internet.

Many people choose to conduct shopping online because of the convenience. For
example, After finding the items she wants to purchase, she may often need to stand in
long lines at the cash register. Despite the convenience of online shopping, not everyone
chooses to purchase items and services online.
Online shopping doesn't permit shoppers to touch products or have any socialinteraction.
It also doesn't allow them to take the merchandise home the same day they buy it. Online
shopping allows browsing through endless possibilities, and even offers merch and is
that’s unavailable in stores. If someone is searching for a niche product that may not
distributed locally, they're sure to find what they're looking for on the internet. What's
even more useful is the ability to compare items, similar or not, online. He can search
stores at the same comparing material quality, sizes and pricing simultaneousShoppingvia
potential buys like pants, shirts, belts and shoes all slung over one arm. Online shopping a
lsoeliminates the catchy, yet irritating music, as well as the hundreds, if not thousands, of
other like-minded individuals who seem to have decided to shop on the same day.

Online shopping transactions occur instantly-saving the time to get your other
errands done! Additionally, unlike a store, online shopping has friendly customer service
representatives available 24 hours a day, 7 days a week to assist you with locating,
purchasing and shipping our merchandise

1.3.1 Factors influencing consumer to shop online

Though there are several factors that influence consumers to shop online, but
there are mainly four factors which influence consumer to shop online after reading
literature in the field on consumer attitudes towards online shopping and these factors are
discussed below in brief

1.3.1.1 Convenience
Convenience factor refers that it is easy to browse or search the information through
online is easier than the traditional retail shopping. Through online, consumers can easily.
search product catalogue but if the consumer looks generally for the same product or item i
n atraditional store manually it is difficult to visit physically and time consuming also.
Convenience has always been a prime factor for consumers to shop online. According to
the Robinson, Riley, Rettie and Wilsonz the major motivation for online purchasing is
convince in terms of shop at any time and having bundles of items delivered at door step.

4
Rohm and Swami Nathan’s claims in ―typology of online shoppers into‖: Convenience
shoppers, balanced buyers, variety seekers and store-oriented shoppers, based upon
their present shopping motivation
.Through online purchase consumers can easily compare the price than the traditional
purchase. So price comparison is also another convenience factor of online shopping

1.3.1.2 Time saving

Time savings is one of most influencing factors of online shopping. Browse or search
an online catalogue can save time and patience. People can save time and can reduce effort
by shopping online. One possible explanation that online shopping saves time during
the purchasing of goods and it can eliminate the traveling time required to go to the traditio
nalstore. On the other side, some respondent think that it is also time taken for delivery of
goods or services over online

shopping. Unexpectedly time saving is not the motivating factor for the consumers to shop
online(Corbett, 2001) because it takes time receiving goods or delivery. But time saving
factor, can be seen through different dimensions lineperson living in Florida can shop at
Harod‘s in London (through the web) in less time than it takes to visit the local Burdines
department store

So the importance of the time saving factor cannot be neglected as motivation behind online
purchasing. Additionally, Goldsmith and Bridges emphasize that there is adis crimination
between online shopper and non-online shoppers, online shoppers are more worried about
convenience, time saving and selection whereas non online shoppers are worried about
security, privacy and on time delivery.

1.3.1.3 Website design/features

Website design and online shopping activity is one of the vital influencing
factors of online shopping. Website design, website reliability/fulfilment, website customer
service and website security/privacy are the most attractive features which influence the
perception of the consumer of online buying Sherrill & Chen.

Kamariah and Salwani claims the higher website quality, the higher consumer intends to
shop from internet. Web design quality has important impacts on consumer choice of
electronic stores, stated by Liang and Lai . Website design one of the important factor
motivating consumers for online shopping. Website design features can be considered as
a motivational factor that can create positive or negative feelings with a website. If website
is designed with quality features it can guide the customers for successful transactions and
attract the customers to revisit the website again. However, worse quality website features
can also hamper online shopping. According to Liang and Lai (2000), web design quality or
website features has direct impact on user to shop online

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1.3.1.4 Security
Security is another dominant factor which affects consumers to shop online. However,
many internet users avoid online shopping because of credit card fraud, privacy factors, non-
delivery risk, post purchase service and so on. But transaction security on the online
shopping has received attention. Safe and secured transaction of money and credit card
information increases trust and decreases transaction risk. In 1995, UK has introduced Fraud
freely electronic shopping and later on Europe and Singapore introduced secured electronic
transaction (SET). According to Bhatnagar and Ghose (2004) Security is one of the attribute
which limits buying on the web as they claim that there is a large segment of internet
shoppers who don ‘t like to buy online because of their thinking about the security of their
sensitive information

1.4 INTRODUCTION TO ECOMMERCE

Electronic commerce, commonly known as ecommerce, is a type of industry where buying
and selling of product or service is conducted over electronic systems such as the Internet
and other computer networks. Electronic commerce draws on technologies such as mobile
commerce, electronic funds transfer, supply chain management, Internet marketing, online
transaction processing, electronic data interchange (EDI), inventory management systems,
and automated data collection systems. Modern electronic commerce typically uses the
World Wide Web at least at one point in the transaction's life-cycle, although it may
encompass a wider range of technologies such as e-mail, mobile devices social media, and
telephones as well.

Electronic commerce is generally considered to be the sales aspect of e-business. It also

consists of the exchange of data to facilitate the financing and payment aspects of business
transactions.

1) E-tailing or "virtual storefronts" on websites with online catalogues, sometimes gathered

into a "virtual mall"

2) The gathering and use of demographic data through Web contacts and social media

3) Electronic Data Interchange (EDI), the business-to-business exchange of data

4) E-mail and fax and their use as media for reaching prospective and established
customers (for example, with newsletters)

5) Business-to-business/ Business-to-Customer buying and selling

6) The security of business transactions etc…

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1.5 Growth and progression of E-commerce in India
The e-commerce market in India has grown in the last seven years, was about USD600
million. According to Forrester, the Indian e-commerce market is expected to grow at a
CAGR which is the fastest within Asia-Pacific region.

The key factors that are driving this growth are the rise of Internet usage (growing at 20%)
&3G penetration, and increasing smartphone users with availability of Internet on
mobile phones. It is estimated that currently there are 27 million mobile Internet users in
India out of which 4% are buying products on mobile. This figure is expected to increase to
20% mobile shoppers in the next four years. These factors accompanied by busy lifestyles,
traffic congestion, lack of offline shopping time, great deals and discounts offered online,
and use of innovative e-commerce models such as group buying and second-hand sales
have led to more and more consumers switch to online shopping.

With the rising middle class incomes, global exposure and changing demographics (close
to 50% of the population is less than 25 years of age), this trend also holds true for the
Tier II & III cities. Online travel (76 per cent) and financial services (10 per cent) form the
biggest component of online shopping followed by e-tailing (8 per cent). While services
such as travel tickets, movie tickets, restaurant discount vouchers, hotel bookings, utility
payments,
insurance policies, and premium payments lead the wallet share of the amount spent onli
ne, productcategories such as computers & accessories, cameras
and books are picking up. But, product categories such as apparel, jewellery and footwear
(require high touch and feel), which offer maximum potential in terms of market size,
faces challenges such as high return rate and negative cash cycles due to COD (cash on
delivery). However, the e-commerce industry today faces certain challenges.

Thereisaverylow penetration of credit/debit cards in India, which restricts the online purc
hasing power. Even refrigerators require high freight & shipping costs and because the e-
commerce model in India is based on free shipping concept, sale of such items online
could suffer a setback. Finally, the distribution & logistics in India is not very well
organized and prone to fraud. Hence, buying of high value items such as jewellery,
electronic goods (LCDs), which require travel insurance adding up to the total costs may
not be one of the bestsellers in the digital space.

The key to success in this segment is delivering high quality user experience which includes
differentiated and detailed product catalogue, order fulfilment, website performance,
different modes of transaction (credit cards, payment gateways, cash on delivery etc.), and
simple and sensible checkout.

Furthermore, with the increase in competition in this segment, the e-commerce players
need to invest in research and development of differentiated product catalogues,
innovative service and customer engagement concepts, and cost effective supply chain and
logistics models.

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 CHAPTER-2

REVIEW OF LITERATURE
2.1 INTRODUCTION
The first section of this chapter discusses the literature review done for this study followed
by the research design of this study in detail in the second section. A literature review is a
body of text that aims to review the critical points of current knowledge including
substantive findings as well as theoretical and methodological contributions to a particular
topic. Literature reviews are secondary sources, and as such, do not report any new or
original experimental work. Also, a literature review can be interpreted as a review of an
abstract accomplishment. Methodology is the answer to the why and how the research was
carried out in the first place. This increases the possibility of receiving appropriate answers
to there search questions and derives valuable insights into the topic at hand. The main focus
of theme the ideology here is driven by primary research, thus undertaking research that is
novel in nature. Alongside this it highlights the methods that would be put to use to explore
this study. The choice of research approach is the first topic discussed in this chapter,
followed by, sample selection and data analysis.

2.2 REVIEW OF LITERATUR

Several researchers have carried out studies in their effort to examine consumers
‘online buying behaviour. For example,

Bellman et al (1999) investigated various predictors for whether an individual will

purchase online. These authors concluded that demographic variables, such as income,
education and age, have a modest impact on the decision of whether to buy online,
whereas the most important determinant of online shopping was previous behaviour,
such as earlier online purchases. This is consistent with Forrester Research which proved
that demographic factors do not have such a high influence on technology as the
consumers‘ attitudes do (Modahl, 2000)

Stinfield and Whitten (1999) suggested that the combination of the Internet, plus physical
presence,providesmoreopportunitiestocapture business than the onlineonly presence, be
cause they can provide better prepurchase and postsales services to lower consumer tran
saction cost and build trust in online stores

ErnstYoung(2000)reportedthatInternetuserspurchasedonlinebecauseofgoodproductselec
tion, competitive prices, and ease of use, but were concerned about shipping costs,
lack of opportunity to prior examining the products, as well as, the confidentiality of
credit card and personal information.

8
Know and Lee (2003) explored consumers‘ concerns about payment security and its
relationship to online shopping attitude and actual purchases. They observed a negative
relationshipbetweenattitudetowardsonlineshoppingandconcernsaboutonline payment securi
ty. Consumers with a positive attitude seem to be less concerned about payment security.

Similarly, popular literature cited ease of shopping comparison, low prices, timely
delivery, convenience, time saving, low shipping costs, improved customer service, tax
exempt status and speedy e-mail response, as key reasons for the increase in online
shopping (Lorek, 2003; Magee, 2003; Maloy, 2003; Retail Merchandiser, 2003)

2.3 STATEMENT OF THE PROBLEM

Analysis of Customer Perception towards online shopping on Flipkart.com.
Basically it Is important to investigate the motivation behind consumer purchase but it is
equally important to find us how the consumers form perception and behaviours towards
online buying because consumer perception towards purchasing online is a conspicuous
factor affecting actual buying behaviour. One of the researches is to work on factors that
influence customers to from Flipkart.com, and have decided to study four factors such as
convenience, timesaving, Website features, and security. And along with this the study for
out of stock on highly discounted items also will be done.

However, customer‘s willingness to purchase online could be affected by one‘s

individual needs and these needs can be ‗Need for cognition‘. Taking these aspects into
account, a survey is conducted to know the perception towards online shopping on
Flipkart.com

2.4 SCOPE OF THE STUDY

Scope of study is a general outline of what the study (e.g. class or seminar) will cover.
"Scope" defines the parameters of this can be an object, or a theory process, activity,
describing either future, current or past knowledge or statements of descriptive activity,
experience etc.

The topic chosen for this perception towards online shopping on Flipkart.com. The
sample size chosen was according to the convenience and the objectives of the study. To
know about various aspects of Flipkart in market, the improvements needed in case of
features and process, and the effect of factor son the buying behaviour of online
customers. The geographical area that this study in India

9
 2.5 OBJECTIVE OF STUDY

 To find the factors that leads a website user to return to or recommend the
websiteFlipkart.com

 To discover the key factors that influence online buying behaviour of consumers in India

 To identify who are the online shoppers in terms of demography

 To understand the customer awareness on Flipkart.com

 To determine the factors responsible for customer satisfaction

2.6 HYPOTHESIS
 H0(Null Hypothesis): There is significance difference in the services of Flipkart on customer
satisfaction.

 H1(Alternative Hypothesis): There is no significance difference in the services of Flipkart

on customer satisfaction

2.7 OPERATIONAL DEFINITION OF THE CONCEPT

Customer perception is defined as the way that customers usually

view or feel about certain services and products. It can also be related to customer
satisfaction which is the expectation of the customer towards the products. When a customer
purchases a service, the attitude of the customer is the function of Value, Quality and the
satisfaction level of the customer. The value of the service is determined as the price or time
he is going to spend for a particular service. Customer testifies the quality of a service, either
by his own past experience or by the communication of the service provider .After the
consumption of the service the customer measures the satisfaction level he gets from
consuming the service.
Thus the customer perception regarding a service is framed by:-

1. The value of the service.

2. The quality of the service.

3. The satisfaction level from the service.

Since the optimum level of the Value, Quality, Satisfaction from a service is always
acceptable to the customer

10
 CHAPTER 3
RESEARCH METHODOLOGY

3.1 Research Design

Research means different things to different people‖ and the intention

behind it are to investigate innumerable data, theories, experiences, concepts and law. ―The
procedural frame work within which the research is conducted‖ is the definition of research
methodology. The two broad and distinct approaches to social research cover the
Quantitative and Qualitative methods of enquiry. The quantitative paradigm on the other
hand intends to gain a deeper understanding ,knowledge and insight into a particular
situation or phenomenon, by providing answers to questions of ‗how?‘ rather than ‗what?‘.
Unlike qualitative research which occurs in natural settings, quantitative research is where
hypotheses are established.

3.2 Data collection

The data required for understanding will be collected from various online customers. In order
to conduct the study digital survey was conducted through facebook and e-mail. And those
responses are collected in a spreadsheet and further analysis was done. The data collection
method in this particular research comprises of two forms: namely primary and secondary
data. One needs to be careful while using secondary data as maybe the collected data may
be biased as the collector of that original data might have highlighted only a partial picture
or another aspect may be that data may be quite old and also the data quality could be
unknown.

3.3 Primary data

Data collected specifically for the research project undertaken‖ is the definition of primary
research as provided by Saunders et. all . Primary data is generally originated by any
researcher to address any specific problem or issue at hand, where the only drawback is that
it can be expensive and time-consuming. The various ways of gathering primary data are
through surveys, focus group and observations In this study, the primary data is collected
through well-formed questionnaire with the help digital survey. The questionnaire
consists of quantitative and qualitative multiple-choice questions and the respondents are
asked to choose the one choice which suits them the best amongst the multiple choices.

3.4 Secondary Data

Prerequisite to the collection of primary data is a careful scrutiny of the existing secondary
data. The Data that is collected from existing journals, reports and statistics from private and
public institutions are called Secondary data. For this specific study the collection of
11
secondary data was done primarily from marketing journals already available on this topic.
Secondary data helps the author to comprehend the perception of Indian consumer son online
shopping. Thus the study carried out has analysed the primary data with the rationale and
validation of the present secondary data.

3.5 Sample technique

Choosing a study sample is an important step in any research project since it is rarely
efficient, practical, or ethical to study whole populations. In this study the sampling strategy
used is convenient sampling. The sample size is 100. A small part of something intended as
representative of the whole, or a subset of a population. In this research simple random
sampling is being used.

3.6 Data collection

The data collection would be :

PRIMARY DATA : Questionnaire

SECONDARY DATA : Journals, Internet, newspaper etc.

3.7. Sample design

Online customers of Bangalore city are included under this research and tell their
satisfactionlevel.

3.8 Data source

Both Primary and Secondary source of data would be used .The major type of
information isused from primary data.

3.9 LIMITATIONS OF THE STUDY

No research is complete without admitting the limitations that was
faced while conducting as study which will contribute to present learning. This study too
like the others have certain constrains which has been discussed below

 The study was restricted to Bangalore city only

 The study is mainly concentrated on Flipkart.com

 The sample of the size will be limited to time and resources

 The information will be collected valid until there is no any technical change or any
innovation

 The result is assuming that respondents have given accurate information

12
 CHAPTER-4
ANALIYSIS ANS INTERPRETATION
4.INTRODUCTION
Behavioural factors

This chapter aims obtain the objective of the study by critically analysing the qualitative data
through thoroughly examining the interviewee‘s responses and beliefs. This has been
achieved through evaluating the most relevant responses by the participants. The data
has been analysed and discussed by comparing the comments made by the respondents wit
h theliterature review keeping in mind the research objective of the study. Thus, the
rationale of this analysis is based on the personal answers provided by the appropriately
designed questionnaire was used to collect the primary data for the study. The data for 100
respondents was organized systematically in tables and graphs and then was subjected to
analysis using appropriate statistical tools. respondents .An

The results of the analysis

are presented in the following section in order to assess the customer perception towards o
nlineshopping on Flipkart.com in India .

Here for analysing, we are considering two factors. That is:

 Demographical factors
 Demography:

13
4. 1.) Gender of Respondents:

Table 4.1: Gender wise respondents

Male Female Total

Responses 58 42 100
Percentage 58 42 100

Gender

48

58

Male Female

GRAPH:4.1 Gender wise respondents

Interpretation:
According to demography profile, in this study 70 % male and 30% female respondents
are part of my target population and they help me to fulfil my
questionnaire from different area of Chennai city. From these groups total respondents are
100. So, according to the survey result, the male respondents are more and can be told that
they interested to shop online

14
4. 2 ) Age Group

Table: 4.2 Age wise respondents

15-25 25-35 35-45 45 & above TOTL

NO OF RESPONDENTS 63 24 12 1 100
PERCENTAGE 63 24 12 1 100

Age Group

15-25 25-35 35-45 45 & Above

GRAPH: 4.2 Age wise respondents

Interpretation:

Below figure shows that 63% respondents are between 15-25 years old,
24% respondents are between 25-35 years old, 12% respondents between 35-45 years old,
and 1%respondentsare between 45&above. Overall result shows that between all of the
m the respondents who hasage limit between 15 to 35 years (63%+24%= 87%) people are
more familiar to shop online on my target population.

15
4. 3) Occupation:
Table: 4.3 Occupation wise respondents

BUSINESS HOUSE SALARIED STUDENT TOTAL

PERSON WIFE
NO OF 8 7 46 39 100
RESPONDENT
PERCENTAGE 8 7 46 39 100

OCCUPATION

Business person House wife Salaried Student

GRAPH: 4.3 Occupation wise respondents

Interpretation:
In this survey, 46% of the respondents are salaried and 39% are students. So they both
together made majority of respondent‘s percentage (85%). 8% are business persons and 7%
are House wife. Salaried persons and students will always look for new technologies and
new services which make them more comfort.

16
4.4 ) Educational Qualification:

Table: 4.4 Educational wise respondents

Graduate Post graduate SSC OTHERS (PHD)

EQUIVALENT
NO OF RESPONDENT 63 36 0 1
PERCENTAGE 63 36 0 1

Educational Qualification

Graduate
Post gratuate
SSC or Equivalent
PHD

GRAPH: 4.4 Educational wise respondents

Interpretation:
All of them in this survey are graduate and above qualified peoples only. Among these
63%are graduates, 36% are post graduates and one person is PhD.

17
 4 .5) Annual Income:
Table:4.5 Income wise respondents

0-3L 3-6L 6-9L 9&Above

NO OF 60 23 13 4
RESPONDENT
PERCENTAGE 60 23 13 4

Annual Income

0-3L 3-6L 6-9L 9 &Above

GRAPH: 4.5 Income wise respondents

Interpretation:
Since 39% of this survey is students most of them are of 0-3L income range , i.e. 60%.
23% of them are in 3-6L income range, 13% in 6-9L and 4% is 9 & above.

Behavioural factors:
This survey is conducted on those people who do online shopping and are aware of Flipkart.

So everyone answered ‗yes‘ for those two questions.

18
4.6) Frequency of purchase from online:
Table:4.6 online shopping usage

Always Oftern Sometimes Seldom Never Total

Male 5 21 29 3 0 58
Female 4 14 23 1 0 42
Total 9 35 52 4 0 100

Chart Title
29
30
23
25 21
20
14
15

10
5 4 3
5 1 0 0
0
Always Oftern Sometimes Seldom Never

Male female

GRAPH: 4.6 online shopping usage

Interpretation:

More than half of them use online shopping sometimes, ie 52%.

People who always and mostly shop through online shopping are also good in number, 9 and 35,
together 44%. And who use online shopping rarely is very less in number 4%. Since only 44% are
mostly using this, there is a wide space to fill and to make online shopping a great success. And
there is not much gender difference in online shopping, which means both males and females
enjoying online shopping and its benefits

19
 4.7) Mode of awareness about Flipkart.com:
Table:4.7 Modes of awareness about Flipkart

Words of ADVERTISEMENT BLOGRE LINK PROMOT SEARCH TOTAL

Mouth , NEWSPAPER, TV COMME FROM IONAL ENGINES (LIKE
DTATIO OTHER EMAILS GOOGLE)
N WEBSITE
No of 39 22 2 15 5 17 100
responden
ts
percentag 39 22 2 15 5 17 100
e

NO of respondentes
45 39
40
35
30 22
25 17
20 15
15
10 5
2
5
0

NO of respondentes

GRAPH: 4.7 Modes of awareness about Flipkart

Interpretation:
Most of them are aware about Flipkart through word of mouth (39%) followed
by television and online advertisements (22%). Customers got awarded through blog
recommendations (2%) and promotional e-mails (5%) are very less in number This means a good
communication about Flipkart is going on through friends and families ,which proves that word of
mouthstrategybythemisthemostsuccessfulmeansofmaking people aware about their products. Succe
ss can only be gained through delighted customerswho act as advocates for their products and there
is a wide scope of other digital advertisement techniques like search engine marketing, email-
marketing, providing links and blog recommendations in order to make more customers.

20
 4. 8) Frequency of using Flipkart.com while online purchasing:

Table:4.8 Frequency of using Flip kart

Every Time Occasionally Most of time Hardly ever Total

No of 17 45 32 6 100
respondents
percentage 17 45 32 6 100

No of respondents
45
40
35
30
25
20 42
15 32
10
17
5
6
0
Every time Occasionally Most of the time Hardly ever

No of respondents

GRAPH: 4.8 Frequency of using Flip kart

Interpretation:
Here on this survey 17% are always choosing Flip kart for online shopping,
while 45% are using it occasionally. Hardly ever using members are very less, and 32% are using
it most of the time. Since more than half of them prefer Flip kart while thinking of online shopping,
it means branding had done successfully by them either through advertisements, services
or providing good experience to customers

21
 4.9) Category that mostly prefer to buy from Flipkart.com:

Table:4.9 Category mostly prefer to buy from Flipkart

Electronics Apparels Books Stationaries Health Home & Total

& movie &personal kitchen
accessories music care items
No of 39 20 30 3 4 4 100
respondents
Percentage 39 20 30 3 4 4 100

No of respondents
39
40
30
30
20
20

10 3 4 4

No of respondents

GRAPH:4.9 Category mostly prefer to buy from Flipkart

Interpretation:

Electronic items, Books and Stationery, Apparels & Accessories, cameras,

watches and others (bags, belts, etc.) are purchased more. 39% of respondents are preferred to buy
Electronics items followed by Books and Stationery (30%) and Apparels and Accessories (20%).
Books & stationery and electronics items are more famous among the students and that may be the
reason for large purchase of those items from Flipkart.com.

22
 4. 10) Reason for customer’s preference on Flipkart.com than others:

Table:4.10 Customers expecting feature of Flipkart

Fast delivery Availability After sales Easy Potal total

services payment features
options
No of 41 29 8 17 5 100
respondents
Percentage 41 29 8 17 5 100

Responses

45
40
35
30
25
41
20
15 29
10 17
5 8 5
0
Fast delivery Availability After sales Easy Portal
services payment features
Responses options

GRAPH: 4.10 Customers expecting feature of Flipkart

Interpretation:
One of the most efficient features in Flipkart is fast delivery when compared to
other online shopping websites. So, most of the customers prefer this website for shopping.
The perception of quick delivery (41%) and availability of product (29%), followed by easy pa
yment options (17%). And there is a scope of increasing after sales services and portalfeatures
when comparing with other features.

23
 4.11) Product selection from the categories given by Flipkart.com:Table

Table:4.11: On the basis where product is chosen

Rating of the Discount about Review about Brand of the total

product the feature the product porodut
No of responses 14 48 26 12 100
Percentage 14 48 26 12 100

Series 1
brand of the produt

review about the

probuct

discount and feature

rating of the product

0 10 20 30 40 50 60
Series 1

GRAPH: 4.11: On the basis where product is chosen

Interpretation:

Customer perception varies while using Flipkart; it is one of the online shopping sites
which give high discounts and offers. Most of them in this survey (48%) are looking for good
featured product with high discounts while purchasing products from Flipkart. And also customers
more often go through the product review (26%) before making their decision
to purchase. Product review is a kind of word of mouth strategy where product users leavetheir
review on their experiences with Flipkart. Customers are giving priority to these two features
while brand of product (12%) and rating of product (14%) also taken care by some other
customers.

24
 4.12) Rating of services on Flipkart.com (in a scale of Excellent, Good, Average,
below average, Poor) Table
Table: 4.12: Rating of Flipkart services

Excellent good average Below average poor

Cash on 46 45 5 2 2
delivery
30 day 23 55 20 2 0
replacement
policy
EMI option 21 48 25 5 1
Free shipping 35 34 17 12 2

Chart Title
60

50

40

30

20

10

0
Excellent Good Average Below average poor

Series 1 Series 2 Series 3 Series 4

GRAPH: 4.12: Rating of Flipkart services

Interpretation:
46% of respondents are rated excellent for cash on delivery service, while for 30 daysre
placement policy 55% rated good and 23% rated excellent. For EMI options 48% rated good and 21%
rated excellent, and for free shipping 35% rated excellent. While analysing the data, customers have more
interest in two services of Flipkart: That is,30 days replacement policy and EMI options .Since Flipkart is
providing 30 days replacement policy for all the products in the platform. And this combined mix service
increased the customer trust. In case of EMI options, Flipkart is the only site which accepts all credit
cards and thus it provides a better payment options to the customers. Cash on delivery is a compactable
service that provided to the customers and they are much satisfied on that service also. Even some rated
less for this service, may be because of less customised experience on cash on delivery. In case of free
shipping, Flipkart provide this service for total purchase of rupees 300 and above only. So it may affect
some of the customers who purchase less price products frequently.

25
 4.13) Issues faced by customers while shopping in Flipkart.com?
Table:4.13: Issues faced when purchased from Flipkart

Out of Payment Replacement Delay in Faulty no No issuses other total

stock issue issues delivery product
No of 37 6 6 12 8 30 1 100
responces
percentage 37 6 6 12 8 30 1 100

Series 1
40
35
30
25
20
15
10
5
0

Series 1

GRAPH: 4.13: Issues faced when purchased from Flipkart

Interpretation:
In this survey, 30% of customers didn‘t face any of those problems that mentioned, while37% of
customers faced out of stock issue. This is one of serious issue faced by most of customers. Since
discounts and features are the one feature that most of the customers looking for and when a good
product with high discount is displayed in Flipkart platform, customers brought it as soon as they could.
Thus the products will be out of stocked. Flipkart started notifying the customers about the product when
the stock got available. Payment issues and replacement issues are less in number (total 12%) since
different payment options like EMI options, card payments, Cash on delivery, Wallet payments
etc…are provided by Flipkart and customers are satisfied with those .In case of replacement also
only less issues are happened, thus shows most of them are satisfied with that service. Delay in
delivery happens because of shipping and courier service issues. It is a problem with supply
chain. Mostly it happens in the end part of the supply and in rural areas where courier services
are less active. Faulty product issue also happened to 8% of the customers and one of the
policies to over come this issue is 30 days replacement policy of Flipkart.
26
4.14) Recommending this website to others:

Table 4.14: Recommending Flipkart to others

Yes No Total
No of responses 95 5 100
percentage 95 5 100

Series 1
100
90
80
70
60
50
40
30
20
10
0
YES NO

Series 1

GRAPH: 4.14: Recommending Flipkart to others

Interpretation:
In this survey, most of them (95%) are happy to recommend Flipkart to others like
friendsand family. And this shows word of mouth publicity is successfully running and this is one
ofthe great advantages for Flipkart.

27
 4.15) Customer’s rating about services on Flipkart.com:

Table 4.15: Rating the experience from Flipkart

1 2 3 4 5 total
NO of 7 11 16 49 17 100
responses
Percentage 7 11 16 49 17 100

Series 1
60

50

40

30

20

10

0
1 2 3 4 5

Series 1

GRAPH: 4.15: Rating the experience from Flipkart

Interpretation:
While analysing the rating of experiences, Flipkart provides a good and excellent
experiences to most of the customers .Mode of given data: 4 & Median of given data:
449% of customers rated 4 as the experience and more than half of the population (66%)
rated4 & 5 as experience.

28
16) Satisfaction of customers while Flipkart services are used:

Table 4.16: Satisfaction on services of Flipkart

Series 1
90

80

70

60

50

40

30

20

10

0
yes no

Series 1

GRAPH: 4.16: Satisfaction on services of Flipkart

Interpretation

81% of the population is satisfied with the service of Flipkart. This helps Flipkart to retain
the customers and also shows that the branding and marketing techniques of Flipkart also got
succeed.

29
 4.17 HYPOTHESIS

Hypothesis Analysis

H0 (Null Hypothesis): There is significance difference in the services of Flipkart on customer

satisfaction.
H1 (Alternative Hypothesis): There is no significance difference in the services of Flipkart on customer
satisfaction

responses Fat delivery availability After sales easy payment portal total
services features
Yes 34 24 6 14 3 81
No 7 5 2 3 2 19
total 41 29 8 17 5 100

Table 4.17: Chi-square test table 1

So in Chi-square test table-1 cell are there which have less than 5 values, the table should be modified by merging last
three columns together. So the modified table for test is as follows:

Responses Fast delivery availability After sales total

services/easy
payment option
portal features
YES 34 24 23 81
NO 7 5 7 19
Total 41 29 30 100

Table 4.18: Modified table for Chi-square test

Degree of freedom= (row-1) (column-1) = (2-1) (3-1) = 2

Level of significance = 0.05

30
Step 3: Calculation of Chi-square Value

Row Column Observed Expected (Fo-Fe) (Fo-Fe)^2 (Fo-

frequency frequency(Fe) Fe)^2/Fe
(Fo)
1 1 34 33.21 0.79 0.6241 0.01879
1 2 24 23.49 0.51 0.2601 0.011072
1 3 23 24.3 -1.3 1.69 0.0695
2 1 7 7.79 -0.79 0.6241 0.08011
2 2 5 5.51 -0.51 0.2601 0.0472
2 3 7 5.7 1.3 1.69 0.296
TOTAL 0.522672

Comparison:

If x^2 test value<x^2 table value, accept null hypothesis

If x^2 test value > x^2 table value, reject null hypothesis

CONCLUSION:

Null hypothesis is accepted. Reject alternative hypothesis

INTERPERTATION:

The above analysis shows that H0 is accepted and H1 is rejected. So it can be concluded
that there is significance for the features and services that Flipkart is providing and the customer
satisfaction. When the customers didn‘t get those services that they are expecting, or when they
face some other issues like faulty product, delay in delivery, out of stock, replacement issues etc.
they will be unsatisfied. Same as that if they got good services from provider then, they will be
satisfied. So it can be concluded that, as the customers are satisfied with the services of Flipkart,
they are using it.

31
 CHAPTER-5
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
5.1 FINDINGS:

 There is not much difference in gender for using online shopping.

 Students and salaried persons are most frequent users of Flipkart.

 Frequency of purchase for electronics, books and music, apparels and accessories are more
in Flipkart.

 Word of mouth was more influential in promotion as many people were made aware by
their friends and family when customers recommend this website to them.

 Highly discounted products got out of stock quickly, since customers purchased it as soon
as they could when they see high discount on good featured product.

 The services provided by Flipkart are good and even more scope of development is there
for increasing the customer strength.

 Digital marketing techniques like search engine marketing, links providing other website
and advertisement also functioned well for promotion of this website.

 Fast delivery is one of best service Flipkart is providing.

 Different payment options available in Flipkart made customers more satisfied and comfort
for paying while purchasing product.

 Customers feeling more secured when purchasing through Flipkart because of different
policies and services they have.

32
 In comparison with competitors, Flipkart is charging free shipping for the purchase of300
plus rupees, while others free ship the service without any barrier.

 Out of stock is the main issue faced by Flipkart

 Most of Customers have good experience with Flipkart while purchasing products.

 Most of them are satisfied with the services of Flipkart and so that they succeed in
retaining the customers.

 Advertising is an important way to have the brand and products familiar to consumers.

 Convenience and time saving are two important factors that customer looking for while
purchasing through online.

5.2 RECOMMENDATIONS:

 Flipkart has successfully placed itself into the prospects mind making it the India‘s
Largest online store with huge range of products. But it still needs to work on their core
competence that is books and stationery items.

 Delivery services can be improved mainly in rural areas by selecting appropriate courier
service which has services in customer area for dispatching an item.

 Can make free delivery to all priced products.

 Can include more coupon codes and gift vouchers for increasing the traffic of the
customers.

 Out of stock items can made available as soon as possible and intimate the needed
customers.

 Should look for International/ Overseas markets or Neighbouring Countries.

33
 Critical mass of Internet users– Internet users in India is increasing at increasing rate,so
Flipkart can target more & more cities i.e not only tier 1 & 2 but also tier 3 & 4cities,
which will help generate stronger customer base & more revenues.

 Should clearing focus on the Growing Online Apparel business & it can diversify into
apparel category either organically or inorganically by acquiring other portals.

 User Experience: Portal should continuously aim to work to improve the user experience
by adding more & more innovative features in the website like virtually shopping basket,
virtual trial rooms. In this competitive world to differentiate via user experience, the
ultimate winner will be the Indian online consumer.

 Should comprehensively invest into E-CRM & online reputation management.

 Logistics & Supply Chain: can continuously aim to reduce the delivery time cycle.

 Price will still be a factor as amazon being a huge company will use its economies of scale
to remove their competitors from the market; therefore they need to be more competitive
on that aspect

5.3 CONCLUSION:

The thorough study is based on the consumer behaviour analysis which serves a great idea
regarding consumer perception when they go for online shopping. In order to satisfy themselves
consumer perceive many things before buying products and they will be satisfied if the company
meet their expectation. The Overall Brand Value of Flipkart is good, but it is facing some tough
competition from its global competitors like E bay and Amazon. Talking about domestic market
i.e India, it is the most superior E-business portal which is aggressively expanding & planting its
roots deep into the Indian market & at the same time shifting the mind-set of the people from going
&shopping from physical store to online stores, which is magnificent! .Be very focused on
consumers and build amazing experiences for the customers.

34
 QUESTIONNAIRE
A STUDY OF CUSTOMER SATISFACTION IN FLIPKART
1. Gender of Respondents?
A)Male

B)Female

2. Age Group?
A)15-25

B)25-35

C)35-45

D)45& above

3. Occupation?
A) Business person
B) House wife
C) Salaried
D) Studen
4. Educational Qualification?
A) Graduate
B) Post graduate
C) ssc equivalent
D) Other (phd)

5. Annual Income?
A) 0-3L
B) 3-6L
C) 6-9L
D) 9&
6. Frequency of purchase from online?
A) Always
B) Often

35
 C) Sometimes
D) Seldom

7. Mode of awareness about Flipkart.com?

A) Words of mouth
B) Advertisement, newpaper , tv
C) Blogrecommedtation
D) Link from other website
E) Formotional email
F) Search engines ( link google)

8. Frequency of using Flipkart.com while online purchasing?

A) Every time
B) Occasionally
C) Most of time
D) Hardly ever

9. Category that mostly prefer to buy from Flipkart.com?

A) Electronic
B) Apparels & accessories
C) Books movies music
D) Stationaries
E) Health ,personal items
F) Home kitchen items

10. Reason for customer’s preference on Flipkart.com than others?

A) Fast delivery
B) Availability
C) After sales service
D) Easy payment option
E) Potal features

11. Product selection from the categories given by Flipkart.com:Table ?

36
 A) Ratings of the product
B) Discount about the product
C) Review about the product
E) Brand of the product
12. Rating of services on Flipkart.com?
A) Good
B) Average
C) Below average
D) poor

13. Issues faced by customers while shopping in Flipkart.com?

A) Out of stock
B) Payment issue
C) Replacement
D) Delay in delivery
E) Faulty no product
F) No issue
G) other

14. Recommending this website to others?

A) Yes

B) No

15). Customer’s rating about services on Flipkart.com?

A) 1
B) 2
C) 3
D) 4
E) 5
16. Satisfaction of customers while Flipkart services are used?

A) Yes
B) NO

37